• Cookies Policy
  • ASAI and Remote Working
  • Links
  • Publications
Ph: (01) 6137040 // Email: standards@asai.ie
linkedin
twitter
  • Welcome
  • Make a complaint
    • Advertisement or Promotion
    • Online Behavioural Avertising
  • About ASAI
  • Advertising & Self Regulation
  • ASAI Code
  • Complaints Bulletins
  • News

Food & Beverages

May 22, 2016
by Seona Parker
Comments are off

Print This Post Print This Post
Bulletin: 16/3
Batch: 234
Reference: 25481
Product: Food & Beverages
Advertiser: Supermac's
Influencer:
Agency:
Medium: Television
Codes:ASAI Code 6th Edition: 1.6(c), 2.9, 2.22, 2.51, 2.52

  • Advertisement
  • Complaint
  • Response
  • Conclusion
  • The television advertisement featuring an image of a Supermac’s 5oz beef burger was accompanied by a male voiceover (MVO) who referred to the following:

    “At Supermac’s we understand Irish appetites so we know as well as you do that good things don't need too much messing around. Take our new 5oz beef burger. Is it fresh? Absolutely, it's never been frozen. Is it Irish? 100%, sure we know the farmer. So what makes it different from our international competitors? Well it's fresh, never frozen, 100% Irish beef and cooked to order. Perfection. Give your hunger what it wants and feed it something delicious. The new Supermac's 5oz beef burger.”

    The on screen text accompanying the 5oz burger pointed to the contents of the burger and read:

    “Fresh bun, pickles, lettuce, tomato, our famous burger sauce, 100% fresh Irish beef, Irish cheese.”

  • The complainants, Burger King, said they considered that the statement used in the advertisement 'What makes us different to our international competitors, it’s fresh, never frozen, 100% Irish beef….’ had been phrased in such a way to indicate to consumers that other competitors did not use 100% Irish beef in their burgers. They considered this statement to be misleading. Burger King said they also served 100% Irish beef burgers, guaranteeing quality to their customers and indeed portraying their commitment to Irish farmers.

    The complainants said they also considered that the second statement made in the advertisement “What makes Supermac’s different to International competitors is that its products are ‘cooked to order’” to be inaccurate and misleading as Burger King make every Whopper sandwich to order.

  • The advertisers said that what they had stated in their advertisement in relation to their 5oz beef burger was ‘What makes us different to our international competitors, it’s fresh, never frozen, 100% Irish Beef…’ They said they were the only large quick food service food restaurant chain in Ireland to serve fresh, never frozen Irish Beef. They said that it was the combination of all of the three selling points referenced in their advertising that made them different to other competitors in the marketplace i.e. their 5oz burgers were “100% Irish, fresh never frozen and cooked to order.”

  • Complaint Not Upheld

    The Complaints Committee considered the details of the complaint and the advertisers’ response. The Committee noted that the relevant claims were “. So what makes it different from our international competitors? Well it's fresh, never frozen, 100% Irish beef and cooked to order.” They also noted that the advertisers had considered that it was the combination of all the points that was the differentiator to their international competitors.

    The Committee considered that when taken as a whole and when in context the statement would be taken as a composite claim and in the circumstances was unlikely to mislead. They did not consider that it was in breach of sections 2.9, 2.22, 2.51 and 2.52 of the Code.

    Action Required:

    No further action was required in relation to this advertisement. While no action was required in relation to the current ad in full, the Committee noted that care was needed when making comparative claims.

Social Share

    Complaints Bulletins

    • Complaints Bulletins
      • 22/4
      • 22/3
      • 22/2
      • 22/1
      • 21/5
      • 21/4
      • 21/3
      • 21/2
      • 21/1
      • 20/6
      • 20/5
      • 20/4
      • 20/3
      • 20/2
      • 20/1
      • 19/6
      • 19/5
      • 19/4
      • 19/3
      • 19/2
      • 19/1
      • 18/5
      • 18/4
      • 18/3
      • 18/2
      • 18/1
      • 17/5
      • 17/4
      • 17/3
      • 17/2
      • 17/1
      • 16/7
      • 16/6
      • 16/5
      • 16/4
      • 16/3
      • 16/2
      • 16/1
      • 15/6
      • 15/5
      • 15/4
      • 15/3
      • 15/2
      • 15/1
      • 14/8
      • 14/7
      • 14/6
      • 14/5

    Search:


    Filter by:

    Reset

    ©ASAI 2021 // 7 Herbert Street, Dublin 2, D02 K838 // Ph: (01) 6137040
    website by smudge design
    /* ----------------------------------------- */ /* Content Template: Complaint_Content_Type - start */ /* ----------------------------------------- */ /* ----------------------------------------- */ /* Content Template: Complaint_Content_Type - end */ /* ----------------------------------------- */
    This website uses cookies to improve your browsing and interactive experience. If you are happy to proceed with this, please click Accept

    If you wish read more about our cookie policy please Read More
    Privacy & Cookies Policy

    Privacy Overview

    This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
    Necessary
    Always Enabled
    Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
    Non-necessary
    Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
    SAVE & ACCEPT